日本成人影片（AV）產業長期以來呈現高度集中與品牌化的發展結構，實際上是由少數幾個龍頭企業主導市場走向。其中最具代表性的兩大勢力，分別是以S1為核心的「北都集團（Will Co., Ltd.，亦常被稱為CA集團）」以及風格截然不同、以創意企畫聞名的Soft On Demand（SOD）。這兩條路線一個代表產業主流與規模化運作，另一個則象徵實驗性與話題導向，共同塑造日本AV產業的整體樣貌。

北都集團可以說是整個AV產業的中樞，其旗下囊括多個一線品牌，形成高度集團化的經營模式。S1 No.1 Style是其中最具象徵意義的旗艦品牌，長期被視為業界龍頭。S1的特色在於集中資源打造頂級女優，從選角、造型到拍攝與宣傳都採用高預算規格，畫面風格華麗，定位明確，幾乎每一位專屬女優出道時都被包裝成「時代指標」，對市場風向具有高度影響力。許多後來成為國民級或話題級的AV女優，都是從S1起步。

同樣隸屬北都集團的Moodyz，則扮演著「產量與多樣性核心引擎」的角色。Moodyz 作品數量極為龐大，題材涵蓋範圍廣泛，從戀愛系、人妻系到重口味或特殊癖好題材幾乎無所不包，能快速回應市場需求與流行變化，因此在銷量與曝光上始終維持業界前段班。Idea Pocket則走向更精品化與偶像化的路線，特別重視女優的外型條件與氣質，偏好清純、美少女或時尚感強烈的類型，拍攝與包裝精緻，常被視為「高質感偶像系 AV」的代表品牌。至於Attackers，則明顯走向另一個極端，擅長拍攝劇情張力強烈、帶有禁忌感或侵略性的題材，風格相對沉重甚至黑暗，雖然受眾較小眾，但在特定族群中具有高度辨識度與忠誠粉絲。

與北都集團形成鮮明對比的，便是Soft On Demand。SOD並未隸屬大型集團，而是以獨立公司的姿態在市場中闖出一條完全不同的道路。其最大特色在於「企畫力」與「話題性」，不論是經典的「魔鏡號」系列、社員親自參戰的企畫，或是帶有實境秀與真人互動性質的作品，都刻意模糊現實與表演之間的界線。SOD的風格大膽、多變，經常挑戰產業既有規則，也因此屢屢引發爭議與討論。某種程度上，SOD更像是AV產業中的實驗室，不斷測試觀眾的接受極限與新型態娛樂的可能性。

從整體市場趨勢來看，日本AV產業已高度走向集團化經營。多數主流品牌被整合進北都體系之下，能共享女優資源、宣傳渠道與發行網絡，降低經營風險，同時提高新人成功率。這種模式也讓產業更加制度化，但相對壓縮小型製作公司的生存空間。因此，像SOD這樣能以創意突圍的公司，反而在話題性與品牌辨識度上顯得格外突出。

近年來，AV公司也不再侷限於單純影像銷售，而是積極嘗試多角化經營。有些業者開始拓展線下娛樂，例如活動、主題展覽，甚至嘗試主題樂園式的體驗設施；也有公司將目光投向海外市場，透過串流平台與跨國行銷，擴大日本AV的全球影響力。整體而言，日本AV產業已從單一成人影像製作，逐步轉型為結合娛樂、品牌與粉絲經濟的成熟商業體系。

The Japanese adult video (AV) industry has long exhibited a highly concentrated and brand-driven structure, with market direction largely dictated by a small number of dominant companies. Among them, the two most representative forces are the “Hokuto Group (Will Co., Ltd., often also referred to as the CA Group),” led by S1, and Soft On Demand (SOD), which is known for its radically different, creativity-driven approach. One represents mainstream industrialization and large-scale operations, while the other embodies experimentation and controversy. Together, they shape the overall landscape of the Japanese AV industry.

The Hokuto Group can be regarded as the central pillar of the AV industry, encompassing multiple top-tier labels under a highly integrated corporate structure. S1 No.1 Style is the group’s flagship brand and is widely recognized as the industry leader. S1’s defining feature lies in its concentration of resources on building elite actresses: from casting and styling to production and promotion, everything is executed with high budgets and clear positioning. Its visual presentation is glamorous, and each exclusive actress debut is often marketed as a “trend-setting event,” giving S1 enormous influence over market direction. Many performers who later became nationally recognized or highly talked-about AV stars began their careers at S1.

Also under the Hokuto umbrella, Moodyz plays the role of the industry’s “volume and diversity engine.” It produces an enormous number of titles and covers a vast range of themes, from romance-oriented works and married-woman genres to more hardcore or niche fetishes. This flexibility allows Moodyz to respond quickly to shifting market tastes, keeping it consistently near the top in both sales and visibility. Idea Pocket, by contrast, follows a more boutique and idol-oriented path. It places strong emphasis on actresses’ looks and overall image, favoring pure, youthful, or fashion-forward types. Its productions are polished and carefully packaged, making it a representative brand of “high-quality, idol-style AV.” Attackers occupies yet another distinct niche, specializing in story-driven works with strong taboo elements, darker tones, or aggressive themes. While its audience is more limited, it enjoys high recognition and loyalty within its specific fan base.

Standing in sharp contrast to the Hokuto Group is Soft On Demand. Operating independently rather than as part of a large conglomerate, SOD has carved out a completely different path. Its greatest strength lies in its planning creativity and ability to generate buzz. From the iconic “Magic Mirror” series to projects involving company employees or reality-show-style productions, SOD deliberately blurs the boundary between reality and performance. Its style is bold and unpredictable, frequently challenging industry norms and provoking controversy and discussion. In many ways, SOD functions as the AV industry’s experimental lab, constantly testing audience limits and exploring new forms of adult entertainment.

From a broader market perspective, the Japanese AV industry has increasingly moved toward group-based operations. Most mainstream brands have been absorbed into the Hokuto system, allowing them to share actresses, promotional channels, and distribution networks, thereby reducing business risk and increasing the success rate of new debuts. While this model makes the industry more standardized and stable, it also compresses the survival space of smaller production companies. As a result, companies like SOD that can break through via originality and concept-driven projects stand out even more strongly in terms of brand identity and public attention.

In recent years, AV companies have also begun to move beyond traditional video sales and actively pursue diversification. Some have expanded into offline entertainment, such as live events, exhibitions, or experiential attractions, while others have turned their focus overseas, leveraging streaming platforms and international marketing to extend the global reach of Japanese AV. Overall, the industry has been gradually transforming from a single-focus adult video business into a mature commercial ecosystem that integrates entertainment, branding, and fan-based economics.